In a significant move within the fashion and music industry, Reebok has announced a dynamic partnership with Tobe Nwigwe, an artist known for his innovative approach to music and style. This multi-year collaboration will see the birth of the “Reebok by Chukwu” collection, a line co-designed by Nwigwe, which promises to blend fashion with lifestyle, enhancing Reebok's presence in the music and fashion spheres.
Tobe Nwigwe, a Houston native of Nigerian descent, has a story of resilience and transformation. Initially aspiring to a career in professional football, a severe injury during his senior year at university led him to a significant life shift. Embracing his faith and deep-seated philosophy of “making purpose popular,” Nwigwe has since emerged as a global sensation without a major record label or booking agent backing. His journey has taken him from football fields to film screens, fashion runways, and the heights of the hip-hop world, amassing millions of YouTube views with his #getTWISTEDsundays series and earning critical acclaim, including a nomination for “Best New Artist” in 2023.
Nwigwe's partnership with Reebok is a homecoming of sorts. He recalls his experiences with the brand, stating, “I’m honored to partner with a brand like Reebok that represents so many iconic moments in culture and possesses timeless designs that have spanned generations. I can still vividly remember fighting with one of my best friends in middle school over who could first get their hands on the latest Question drop.”
Todd Krinsky, CEO of Reebok, expressed excitement about this partnership, saying, “Collaborating with creatives and hip-hop artists has been an integral piece of Reebok’s heritage since we became one of the first sneaker brands to do so in the ‘90s. We are thrilled to continue this legacy and partner with a true creative visionary who is not only helping to define the next era of the genre, but is also leveraging his passion, drive, and talent to create positive change. Tobe is coming in with incredible energy and a strong point of view on fashion and culture and I can’t wait to see how this translates into his upcoming collections and work with us.”
Beyond his artistic endeavors, Nwigwe is also a committed philanthropist. In 2010, following his career pivot, he established TeamGINI, a non-profit organization based in Houston. TeamGINI, whose name stems from ‘Gini Bu Nkpa Gi?’ (What’s your purpose? in Igbo), focuses on empowering local youth by discovering their purposes. This partnership with Reebok is set to amplify TeamGINI's mission further and expand its impact, blending fashion, culture, and social responsibility in a truly unique way.
The Reebok by Chukwu collection will debut in Fall 2024 through Reebok and select retailers online and in-store. As of now, the span of the collection is currently a mystery, though we should expect collaborative sneakers and apparel. Keep it locked to the Sole Retriever mobile app to stay updated on the latest releases, raffles, news, and more in the sneaker and streetwear world.
